This month, Pixalate introduces ads.txt scoring to our GSTI to effectively measure the quality of a seller's network of domains that they represent. The industry-wide ads.txt effort was born in the IAB's Tech Lab and has created overnight transparency for buyers into the programmatic advertising ecosystem of sellers and domains.
As of December 18, 2017, Pixalate research shows that nearly half (45%) of the top 5000 domains which support programmatic have implemented ads.txt. That number has grown every week; it was below 10% in September.
Some of the world's leading buyers and sellers are pushing the programmatic ad-buying industry toward a world in which the use of ads.txt is ubiquitous in a bid to improve transparency, quality, and trust throughout the digital supply chain.
In choosing to rank sellers using their ads.txt presence as a metric, Pixalate recognizes that this new standard — already in use across more than 70,000 domains and 1.5 million sub-domains worldwide — is a critical component of seller trust.
November 2017 Seller Trust Index Highlights
Below are some of the key takeaways regarding movers and shakers at the top of the rankings.
GSTI highlights: ONE by AOL captured the top spot in the U.S. in November. Sovrn was No. 2 again, while OpenX earned the No. 3 ranking. Google AdExchange increased to the No. 7 spot in the U.S. and was the No. 3 seller for international inventory.
MSTI highlights: In November, AdColony was again the No. 1 seller on the MSTI, while ONE by AOL remained at No. 2. AppNexus, Rubicon Project, and Index Exchange round out the top five in this month's MSTI.
VSTI highlights: In the U.S., SpotX claimed the top spot, swapping places with Telaria (the No. 2). Teads was No. 6, while ONE by AOL was No. 9 — earning a top-10 spot in all three U.S. indexes this month (GSTI, MSTI, VSTI).
About Pixalate’s Seller Trust Indexes
Pixalate’s monthly Global Seller Trust Index (GSTI), Mobile Seller Trust Index (MSTI), and Video Seller Trust Index (VSTI) are the worldwide standards in programmatic advertising quality ratings. Released monthly, the indexes evaluate and rank the quality and integrity of advertising networks and sellers across channels, platforms, and devices.
Global quality ratings are based on an analysis of overall effectiveness assessing multiple factors, such as viewability, fraud, engagement, domain masking, network quality and more, in compliance with recognized industry standards.
Pixalate, Inc. is a leading global intelligence platform and real-time fraud protection provider. Pixalate is a Media Rating Council-accredited vendor for display ad viewability and Sophisticated Invalid Traffic (SIVT) detection and filtration for desktop and mobile web traffic. For more information, please visitwww.pixalate.com.
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”